Social Communication Effect Of E-commerce Research In China

Social e-commerce refers to apply the social elements into the process ofe-commerce transaction. At present, in our country, the combination of the e-commerce(C2C B2C) and SNS has achieved a good development, which include the e-commercewebsite progressively enhances the social development of SNS website and the openplatform of the SNS website introduce the applications of e-commerce. The sociale-commerce in this article mainly refers to the former, which is the social developmentdepends on the e-commerce platform. In recent years, the research for the sociale-commerce is put on the agenda gradually at home.In this social background, this article analyzes the present research at home andabroad. The result shows that there still exists blank in the study of communicationeffect of the social e-commerce. The methods of combinative quantitative andqualitative are adopted in this paper, concretely including case analysis method andquestionnaire method. In the selection of the case, the author takes the Taobaocommunity for example considering its extensive users to focus on the analysis of itsinformation dissemination model, the characteristics and achieving means.In order to achieve a better research purpose, the author made an investigationabout the users of the social e-commerce website mainly including Taobao community,Tencent Q-zone, Sina in e-commerce links, the praise center of Jumei superior productsand Beauty as the representative of the five categories of social e-commerce website.The main questions involved in the questionnaire are the base attribute of the users; themedium choice tendency and the operating frequency of users; users’ attitude to thesocial e-commerce business website; the reuse and retransmission of the website.Though the investigations and analysis,the author makes several conclusions asfollowing: firstly, the main users of our social e-commerce business are graduallyyounger and have a stronger use tendency. Secondly, social e-commerce business has along history and high frequency, on which users have high trust and satisfaction.Thirdly,the main characteristics of website users, group belongingness, the credibility of the content and the operating frequency of websites, etc have an import influence onthe trust of websites. Then, gender, age, region, the degree of education, etc havesubstantial influences on users’ choice and contact behavior. Finally, sociale-commerce business plays a great role in the users’ information selection,shoppingdecision and shopping behavior.In the process of the study, the author found that the development of China’ssocial electronic commerce still exists many problems, such as user participation is notpositive, the practicality of website is not strong, and even violations sometimes occur.As a result, the author proposes a strategy to increase the communication effects,mainly from strengthening the exchange among users,maintaining the socialrelationship,exploring the realization form of diversified credit,the self-discipline ofinternet industry association and the improvement of public service system of thegovernment. The study in order to provide theoretical support for China’s socialdevelopment of electronic commerce, and make the outlook on its future development.